Managing customer Experience on Burger King

TASK 1

P1 Value and importance of understanding the needs wants, and preferences of target customer groups

Customers are considered the most important part of every organization which contributes to its growth. It is important for the organization to first analyze the needs and demands of customers so that they can be fulfilled properly in an effective manner (Yang, Liu, and Li, 2015). An improved customer experience will be helpful for the organization in developing its brand image in the market place along with this it also contributes to retaining customers for a long duration of time. Burger KING is a fast food restaurant who is mainly targeting children and youngsters as its customers. Therefore, the company is mainly focusing on influencing its targeted customer by fulfilling their need and demands. For this, the manager of the company has conducted an analysis in order to identify its special customer and their needs and demands which are described below:

According to the above-mentioned chart, it has been observed that among the above-mentioned targeted customer zone, every stated customer has its one specific need which is needed by them in every condition. Here, the first customer type which is targeted by Burger King is Primary school children. This targeted customer segment requires fun food at its first need because of its age group. They mainly give preference to those restaurants where they can enjoy eating time too (Torres, Fu, and Lehto, 2014). For this, Burger King has adopted a different strategy of giving free gifts with food in order to grab school children. On the other hand, college students need WIFI as it is first need because they prefer to roam outside with their friends. So, if they prefer a restaurant where a WIFI facility is available. If they get WIFI in the food area that is food, they feel satisfied as they can check their email, videos, and other work with the internet only at the time of their external visit. Another selected group of Burger King is Teenagers, this targeted group gives preference to milkshakes and Soda in the restaurant facility as they visit restaurants for less period of time. The main reason identified for this need is that the teenager group is basically indulged in the studies more. This does not allow them vacant time for enjoyment so whenever they get time to go out then they go to a restaurant and prefer milkshakes and soda as it is available to them in less period of time.

P2 Different factors that drive and influence customer engagement of different target customer groups

1. Primary school children

2. College Students

3. Teenagers

TASK 2

P3 Customer experience map

Customer experience mapping refers to the process of identifying how many customers of the company feel connected to the products and services that are offered by the organization. Growth is considered as the ultimate goal of every organization (Spiess and et. al., 2014). This can be done effectively by understanding the actual status of customers and whether they are satisfied or not. In the context of the hospitality sector, it can be said that customer experience mapping will be beneficial for the overall industry as this organization can connect to customers. In relation to Burger King, its manager is working on mapping customer experience on a regular basis in order to identify to which extent they feel connected (Shah, Kumar, and Kim, 2014). For customer experience mapping, managers of Burger have finalized certain tools and techniques to help them convey the message of the company to the customer. Some of the best suitable tools which are used by Burger King are described below:

Website: A website is the most suitable way through which an organization shares pictures of the products and services of the company. It also shares past experiences of the visitors who have been connected to the company on a regular basis. In relation to Burger King, the company avails all necessary information on its websites which helps its customers become aware of the products and services which are offered by the organisation. It can be said that it is mandatory for organisation to post only true information on their website as many of the customers trust them most.

Telephone: It is the medium of communication with which an organization prefers to communicate with its customers. In relation to Burger King, the restaurant also connects with its customers through the telephone. Because many customers prefer to first call the visiting place before going out to eat. To improve customer experience, Burger King should appoint a good communicator who can communicate to its customer in effective manner with polite speaking skills.

Restaurant management: It is important for an organisation to give appropriate training to staff so that they perform their job responsibility in effective manner. For this, the management team of Burger King hires well-qualified employees who are capable of performing their job responsibilities properly. These hired employees also get further training from their line manager. As a result, it helps in improving their working pattern which contributes to providing effective services to the customer. This also helps in enhancing customer experiences.

Restaurant environment: The environment of the restaurant is required to be pleasant and soothing which gives a better working experience to the customers (Komunda and Osarenkhoe, 2012). For this, the management team of Burger King is especially focused on creating a warm environment for the customer where the customer feels comfortable and can also enjoy their visit to the restaurant. An effective restaurant environment contributes to enhancing customer experiences.

Review sites: These refer to the comments and ratings that are given by customers for sharing experiences after using the services of the company. With the changing time, maximum of the customers prefer to initially check the review of the place where they are planning to go for an outing. In relation to Burger King, the company has a good rating and effective comments which reflects the effectiveness of the products and services offered by the company (Gyung Kim and S. Mattila,  2013). It also influences other customers to its services when they check ratings on the sites.

Restaurant staff: Effective patterns of treating customers also contribute to enhancing customer experience. In relation to Burger King, the company trains its staff effectively which helps in modifying the behavior of workers while dealing with customers. This enhances the footfall of the restaurant as it prefers to use the services of the same restaurant again and again. Email: Emails are used by organizations in order to communicate with their customers effectively. Nowadays, the organization collects information about customers during their visits to the restaurant. This information includes different mobile numbers, email IDs, etc. In the context of Burger King, the management team of the restaurant uses Email to share the latest offers, discounts, and other essential information to the

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